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Avanti West Coast Accused of “Virtue Signalling” Over Wheelchair User Imagery
A new train livery featuring images of wheelchair users has sparked criticism, with campaigners accusing Avanti West Coast of “virtue signalling without the virtue” due to the limited accessibility on its trains. The controversy highlights a broader debate about genuine inclusivity versus performative allyship in corporate messaging.
The new design,titled “Together We Roll,” was created by digital artist Baraka Carberry adn adorns the seven carriages of Avanti West coast’s new Evero train,which the company states offers reduced carbon emissions compared to its older fleet. The artwork depicts “scenes of people, culture, colours and joy,” including an image of two female wheelchair users appearing to enjoy a journey together.
Though, accessibility advocates point out a notable disparity between the imagery and the reality of traveling with Avanti West Coast. Currently, each train only provides one wheelchair space in standard class – and another in first class – meaning two wheelchair users traveling together woudl be forced to separate or travel in different classes.
Disparity Between Image and reality
Alice Maynard, a lifetime wheelchair user and former Railtrack head of disability strategy, brought the issue to light on social media. She argued the imagery presents a false promise of inclusivity. “Don’t be woke, be inclusive,” Maynard urged Avanti, as reported by The Guardian.”The images are suppose to be celebratory but they don’t celebrate us. it’s a nonsense. This is virtue signalling without the virtue.”
Maynard, who also serves as a business advisor and coach with experience at Transport for London and the Department for Transport, emphasized the need for tangible improvements. “it would be preferable to increase wheelchair spaces on trains rather than just having glossy images suggesting that this was the case,” she stated.
The criticism extends beyond a lack of space. Paralympian and wheelchair user Anne Wafula Strike, a vocal advocate for improved accessibility on public transport, also condemned the disconnect between the visual portrayal and lived experience. She recounted a personal experience from 2017,where she was forced to wet herself on a train due to inaccessible toilets.
“Disabled people feel so disenfranchised at the moment and it’s very difficult to challenge these things,” Wafula Strike said.”What happens if a couple who are wheelchair users want to travel together on one of these trains? When it comes to transport,disabled people’s world is shrinking. It isn’t a level playing field between disabled people and big corporates.”
Avanti West Coast’s Response
An Avanti West coast spokesperson maintained that ther has been no reduction in wheelchair spaces and that the train layout remains unchanged, asserting full compliance with current legislation.
However, the spokesperson acknowledged Maynard’s concerns, stating, “We are sorry to hear that Alice Maynard was upset by some of the imagery on our Together We Roll train.” The design, they explained, originated from frontline colleagues aiming to celebrate the diversity of the workforce and the communities served along the West Coast Mainline, including wheelchair users. “We are proud to be a company that highlights the importance of inclusivity, and this artwork reflects that.”
The incident raises critical questions about the obligation of corporations to ensure their marketing efforts align with genuine accessibility and inclusivity. While visual representation is significant, advocates argue that meaningful change requires concrete investment in infrastructure and services
